Making a better copywriting job of ‘selected items’

| July 18, 2011

I’ve always disliked the phrase ‘selected items’, as in 10% off selected items. Because the word ‘selected’ implies restrictions, it sounds very negative.

The persuasive power of nuance

It’s even worse when people add ‘only’ to the equation; 10% off selected items only sounds horribly negative and tight fisted.¬†Tight as a gnat’s chuff, if you’ll pardon my French.

Here’s how I’d open the phrase up and make the offer sound generous. I’d say 10% off specially selected items. So it sounds like you’ve made an effort choosing special items to put on offer.¬†Subtle… but better? I think so. It’s amazing how much difference a word can make – nuance is powerful stuff.


Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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